Value Creation Drives Service Innovation

Remember, in the future, the brand is owned by the consumer, not by the company.

—Martin Lindström

We are what we repeatedly do. Excellence then, is not a single act, but a habit.


This chapter focuses on the importance of understanding “value in use”— the value-creation process of the customer’s. Questionnaires, focus groups, and even in-depth interviews rely on a customer’s memory of this process. Research shows, however, that people are not very good at remembering such activities in detail. Organizations must therefore utilize user research methods that uncover needs and be customer-oriented in order to meet those needs.

Preview of Action Questions

Action questions for the innovator ...

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